Tip: Use evergreen content to drive website traffic

There is a clue in the name of 'news stories' - they rely on being recent to drive traffic. But news publishers also care about 'evergreen' content which has a much longer shelf life both on social media and on the website.

But how do they keep it fresh and relevant? Indu Chandrasekhar, director of audience development, Wired, said a lot of focus goes on re-promoting content.

"We’ve played around with language. We’ve pulled quotes from the story. We’ve made special art and created special assets. We’ve done Twitter threads. We’ve done interviews, we’ve done excerpts. There’s no end to things you can do," it reads.